The Trend Of Online Shopping Isn't Going Away Anytime Soon

According to statistics from marketers, the number of people who want to buy clothes on the Internet (customers of online stores) is increasing every day. What attracts people to online shopping? Firstly, saving money. In online stores, prices are significantly lower than in conventional shopping centers. After all, the online store does not need to rent an expensive area for the trading floor, spend money on its decoration and maintain a staff of sales consultants. 

Therefore, many online stores have the opportunity quite often to arrange sales and delight customers with impressive discounts. Secondly, time-saving. Not everyone has the opportunity to spend long hours in stores looking for the right thing. You can order clothes on the Internet at any time convenient for you - day, night, a short lunch break, etc. There is no need to go anywhere and set aside special time for shopping. 

The ability to update your wardrobe without getting up off the couch attracts many. Thirdly, the range. Today on the Internet you can find anything of any size, taste, and price. This is especially important for residents of small cities, where the same things of dubious quality are hanging in stores, as well as for owners of non-standard figures. Most stores purchase only medium sizes, as they are the best disassembled. 

And what about those who wear size XXL or XS? True, turn on your computer and shop online then sell clothes on the internet. In addition, the Internet completely erases borders and distances: by specifying the special conditions for the delivery of goods, you can freely make purchases in stores in any country in the world.

For companies that use airtime targeting, the following information may be important: according to one study, 52% of purchases fall between 21:00 and 6:00. Thus, at night, it makes sense to remind potential buyers of the purchase.

A distinctive feature associated with the online clothing trade is a rather high percentage of return of goods. According to the survey, the main reasons for returns are uncertainty about the size, quality, and how the new wardrobe item will sit on the client. 

On average, 3/4 of buyers buy almost all the things they ordered. Moreover, at a time, as a rule, buyers order up to three products, and only 20% of customers buy only one item.

Price, quality, and size matter

Obviously, the basic characteristics of the product, such as price, quality, and size, excite the vast majority of customers, preferably more than 80%. Also, a significant number of clients - more than 70% - are interested in how clothes will look at ordinary people, and not on models. 

Buyers are also thinking about broader topics - they look for information on fashion trends and think about how to combine this or that item of clothing, and turn to the images of show business stars as a source of inspiration.

Among the characteristics of online stores that are of great importance to customers, the leading promotions and discounts - they attract 73% of customers. Consumers are also interested in a wide range of clothes and shoes. 

Among other important factors are the availability of inexpensive goods, the safety of the purchase, good photos of each item, fast delivery, the availability of high-quality goods, and most importantly, custom-made products like custom hoodies and sweatshirts. The least important thing for customers is the availability of luxury goods - this indicator is relevant only for 4% of respondents. 

Customers still, prefer to buy luxury goods offline: they enjoy the atmosphere, the high level of service, and an individual approach - sellers in boutiques not only know regular customers by sight but are also well aware of their tastes.

Further, it is important to understand what sources users turn to when searching for information related to the purchase. On the most important questions - about price, quality, and size - users receive answers directly on the sites of stores, as well as on resources that publish recommendations and reviews. 

For those who are interested in more general information - trends and images of models- the most important sources are social networks that offer high-quality visual content, websites for fashion magazines and news resources. 

The help of search engines is mainly used to find information about discounts and better deals. This information should be borne in mind by potential sellers for the most effective placement of advertising messages.

Another important source of information about the interests of customers can be search engines. A huge number of requests to Google in one way or another are related to clothing. At the same time, in addition to searching for discounts, promotions, trends, and specific online stores, users are looking for information related to custom-made products including, but not limited to, custom zip-up hoodies. 

Apart from this, the most popular queries on Google are color matching tables, deciphering labels on clothes, tips on caring for shoes, and how to make clothes.

Has Online Purchasing, Really Changed? 

Contrary to what happened a few years ago, more and more users are betting on the digital purchase system and leaving behind old fears and prejudices that had so characterized the electronic market. The levels of confidence of buyers in electronic commerce grow progressively year after year.

Thus, the research shows that more than 70% of the respondents affirm that this last year they have made more online purchases than in the previous seasons. In addition, the degree of trust in e-commerce is high or very high according to 71% of the consumers interviewed, 98% being the ones who trust the same or even more than last year especially when it came to custom hoodies and custom-made sweatshirts.

As we can see, the buying habits of consumers have changed. Today, the fashion consumer is much more involved in each purchase and actively participates in the process by searching for information, opinions, and price comparison.

But in the future one will have to try even harder - Forbes predicts the appearance of personal concierges even on hypermarket sites. Nevertheless, online stores will have to fork out for a position similar to offline sellers: concierges will maintain constant communication with customers, 

choosing the options for a wedding suit or running shoes so that they do not accidentally get bored with independently scrolling the corresponding sections. It is quite possible that this obligation will be fulfilled by artificial intelligence.

The most important problem that has yet to be fully resolved by online stores remains a virtual fitting of clothes. For many, this is the only but decisive reason in favor of traditional shopping. 

That is where custom-made apparel is much more reliable as compared to stock products. However, this is not quite the same, in the future it is unlikely that someone will agree to consider something - your individual data, driven in once or even calculated using a webcam, will automatically be used in most online shops, and the problem of individual mismatch the size and what American brands mean by the same figure will disappear forever.

As if this were not enough, the buyer is accustomed to acquiring their products and items at lower prices, since it is convenient to remember that, during the economic crisis, a large part of the companies resorted to discounts and promotions as a means to persuade the public. However, and despite the recovery of the economy, today they continue in the fashion sector. 

In conclusion, it is worth noting such an important characteristic of the fashion industry as seasonality. Fashion events take place throughout the year in different parts of the world, and every fashion week causes a surge in interest in clothing. The calendar of interest in fashion weeks can be an indispensable tool in building your content strategy.